[US-recording] Skip happens: Why podcast ads still earn trust

Podcast advertising is now a regular part of many brand media plans, but measuring its impact can be difficult when listeners can skip, multitask, or tune out. So, how do audiences really respond when podcast ads appear?

YouGov experts and podcast aficionados, Clif Mark, Brian Reitz, and Dare Schenck, have surveyed the world’s podcast consumers and have the answers that podcast advertisers are looking for.

Rewatch the livestream, where Clif, Dare, and Brian explore what podcast listeners really think about advertising, how they respond when ads play, and what those reactions mean for brands investing in the channel.

In the presentation, they will uncover:

• How podcast listeners respond when ads play during a show
• From skips to checkouts, the actions most commonly taken by listeners after hearing or seeing a podcast ad
• How trustworthy each type of podcast advertisements is, including host-read ads, sponsorship mentions, and pre-recorded brand ads
• How audio and video podcast consumers compare around the world
• Whether or not Americans are embracing the pivot to video
• Which podcast genres and listening occasions are best suited for video or audio

This interactive discussion will be livestreamed on LinkedIn and can be attended by registering below. Registrants will also receive a copy of YouGov’s coinciding podcast advertising report before it’s distributed publicly. Don’t miss out on this insight into the impact of podcast advertising.

Meet the speakers

Brian Reitz, Senior Marketing Manager & Podcast Host, YouGov

Brian Reitz serves YouGov as Senior Marketing Manager, Americas. He predominantly focuses on developing and advertising innovative trend reports, curating and hosting Reality checks, YouGov’s survey-inspired podcast, and supporting strategic marketing initiatives.

He has hosted radio shows and podcasts for 15+ years, graduated from the University of Missouri School of Journalism, and performs stand-up comedy in Chicago in his spare time.

Dare Schenck, VP of Account Management, YouGov

Dare Schenck is Vice President of Account Management, US at YouGov. With more than a decade of experience in market research spanning commercial strategy and data analytics, she has worked across a diverse portfolio of clients throughout her career. In her current role, Dare leads a team of Account Directors and Account Managers, driving strategic alignment, growth, and long-term partnership success for YouGov's largest clients.

Outside of work, Dare enjoys exploring the Blue Ridge Mountains with her husband and dog and is proud to call Asheville, North Carolina home.

Clifton Mark, Senior Business Data Journalist, YouGov

Clifton Mark, a Senior Business Data Journalist with the B2B editorial team at YouGov. He specializes in survey-based reports across business sectors. His work is driven by a particular interest in how different audiences respond to brands and campaigns.

Prior to joining YouGov, he was the host of the 'Good in Theory' podcast .

YouGov

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